Shell celebrates 60 years partnership with Ferrari

Shell celebrates 60 years partnership with Ferrari image

Text: / Photos: | posted January 14, 2006 00:00

For over 60 years, Ferrari has been synonymous with high performance cars, both on the race track and on the road. When the very first Ferrari drove out of the factory gates in Maranello, Italy, it was powered and protected by Shell. Today, the spirit of the technical partnership remains strong in Shell V-Power.

Shell's relationship with Enzo Ferrari dates back to the 1930s and extended through the next two decades, supporting his motor racing activities. Shell was on board when Ferrari established the legendary company Ferrari S.p.A in 1947. Since then, the partners have continued to excel in many famous motor racing events. Today, test after test, race after race and season after season, Shell and Ferrari work together exclusively to craft the best performing fuels and lubricants. Instrumental to Shell V-Power's development has been the long term, working technical partnership forged across the Formula One Grand Prix circuits of the world. Learnings from the racetrack are then fed back into Shell's road fuel development programs to benefit the everyday motorist. The success of this relationship has brought Ferrari 11 Drivers' and eight Constructors' FIA Formula One World Championship Titles with Shell.

"We've found the right formula for Ferrari as a technical partner," explained Mr. Sammy De Guzman, Vice President for Shell Retail Philippines. "Shell is at the very heart of Ferrari's performance, on the track and on the road, with Shell V-Power fuel developed with Ferrari. Shell engineers and technicians work side-by-side with Ferrari to ensure that the team has Shell's very best portfolio of fuel products available for every competitive situation."

As part of the global celebration, Shell V-Power was the official fuel of the Ferrari 60th Anniversary Relay Tour, a worldwide rally that sees Ferrari touring 44 countries across five continents. The global relay tour kicked off in Abu Dhabi on the 28th of January and culminates on the 25th of June 2007 in Maranello, Italy, home of Ferrari.

To celebrate its technical partnership with Ferrari here in the Philippines, Pilipinas Shell successfully launched its Shell V-Power Collector Card promotion and aired its world-renowned television commercial, 'Circuit.' Shell has developed a set of twenty-four (24) limited edition cards featuring Ferrari track and road cards from the past sixty (60) years, complete with impressive statistics and achievements. On top of these limited edition cards, Shell V-Power users get a chance to win a trip for two to the Ferrari factory in Maranello, Italy.

Another fitting way to celebrate the 60-year technical partnership between Shell and Ferrari, was through the production and airing of the 'Circuit' television commercial. The commercial encapsulates the essence of Shell's partnership with Ferrari to develop high performance fuels for the track, and transfer the joint experience to every day customers around the world. Filmed on the streets of Rio, Australia, New York, Hong Kong, Monaco and Rome using five different Formula One cars from across the decades, the commercial brings out the car enthusiast in everyone. "Shell's new TVC, 'Circuit', highlights Shell's long-standing partnership with Ferrari" says Sammy De Guzman, Vice President for Shell Retail Philippines, "and, most importantly, the innovation that stems from that partnership - Shell's V-Power fuel which uses the same components as the fuel used by Ferrari in Formula One. What we learn on the track we put on the road in the form of Shell V-Power".

Just when you thought that was it, Shell added another level of exhilaration through its culminating event, the World of Shell V-Power which was developed with Ferrari. Held at the NBC Tent, Bonifacio Global City, the World of Shell V-Power indulged Shell motorists and car enthusiasts to a unique ensemble of exclusive displays, sights, sounds, and a number of activities. "With this unique event, we wanted to treat our Filipino motorists to the World of Shell V-Power and showcase our fruitful partnership with Ferrari. We look forward to many more years to come," Sammy De Guzman added.